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Social Media as a Fundraising Tool (Rural Philanthropy Days)


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The use of social media as a communications and fundraising tool is an essential tool, but does your organization have a clear understanding and plan of how social media can be used to raise funds? Learning ways to leverage social media for your cultivation and stewardship strategies will benefit the fundraising efforts in your organization.

In this educational session we will:

• Investigate options for using social media as a fundraising tool.
• Identify strategies and tools for your organization to raise money online.
• Learn how to steward current donors through social media.
• Identify and engage online organizational ambassadors who can connect your cause to new supporters.
• Develop online engagement strategies for organizational staff, board members, volunteers and current donors.

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Social Media as a Fundraising Tool (Rural Philanthropy Days)

  1. 1. Northwest Rural Philanthropy Days September 2013 Emily Davis, EDA Consulting LLC
  2. 2. TURN ON YOUR TECH Follow the conversation… @edaconsulting #nextgendonors #socialmedia #fundraising #philanthropy #nptech @edaconsulting
  3. 3. WHO AM I? – Nonprofit professional – Founder – Board member – AFP Author – MNM – 21/64 Consultant – BoardSource CGT – Late adopter – Translator @edaconsulting
  4. 4. 30 Second Challenge 1. Your name 2. One question about using social media for fundraising @edaconsulting
  5. 5. UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.” (Fine and Kanter, 2010)@edaconsulting
  6. 6. WHAT ARE YOU SCARED OF? @edaconsulting
  7. 7. WHAT STINKS ABOUT SOCIAL MEDIA? – Time investment – New communication platform – Always evolving – Participation in new technology – Transparency – Loss of control @edaconsulting
  8. 8. – Additional tool – STEWARDSHIP – Build relationships – Tell your story – Transparency – Get feedback – Cost effective & green – Quick & easy! @edaconsulting
  9. 9. SOCIAL MEDIA LIFECYCLE @edaconsulting
  10. 10. CRAWL CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS  Not using social media consistently  Resistant to change  Struggle with control  Need basic marketing plan (i.e. branding, print materials, online outreach, etc.)  Leadership-driven change in culture to adopt online engagement 1. Develop communications strategy (audience, goals & objectives, etc.) 1. Listen & develop online presences 1. Leadership initiated discussion about engagement @edaconsulting
  11. 11. WALK Characteristics Areas of Improvement First Steps  Using 1 or more social media platforms, but not consistently  Online presence connected to marketing goals  Learn & use best practices  Focus on 1 – 2 social media platforms  Need to link to campaign, program(s), objective(s)  Need to link goals, objectives, and activities  Need to identify audiences  Collect data for measurement 1. Low-risk pilot program to demonstrate ROI 1. Build implementation capacity internally 1. Create/revise social media policy 1. Integrate and document measurement data @edaconsulting
  12. 12. RUN CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS  Strategic use of multiple social media tools  Part time or full time staff for digital communications  Board using social media in governance  Social media usage integrated throughout org  Has developed relationships & technology integration  Need more sophisticated measurement tools  Find ways to increase more involvement from staff across the organization 1. Social media staff trains & coaches other org staff 1. Research more sophisticated measurement data, tools, and processes 1. Evaluate, revise strategies 1. Share success stories with other orgs @edaconsulting
  13. 13. FLY CHARACTERISTICS  Embracing culture of learning  Use social media data to help the leadership guide decisions  Demonstrate clear and compelling results  Networked with other organizations showing similar success  Internalized social media communication best practices including:  Strategy  Implementation  Integration  Evaluation @edaconsulting
  14. 14. TEN TIPS FOR USING SOCIAL MEDIA @edaconsulting
  15. 15. “This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.” - Ted Hart and Michael Johnston in Fundraising on the Internet @edaconsulting
  16. 16. 10 TIPS FOR USING SOCIAL MEDIA @edaconsulting 1. Social media is A tool not THE tool
  17. 17. 1. OUR COMMUNICATIONS TOOLBOX Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E- newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ??? Every generation brings us new technology… adapt or die!
  18. 18. Relationships Don’t Change – Cultivate, steward, and solicit – Recognize – Multi-channel communications – Meet one-on-one – Develop ambassadors – Use social media as stewardship, not for solicitation – Effective database @edaconsulting
  19. 19. 10 TIPS FOR USING SOCIAL MEDIA @edaconsulting 1. Social media is A tool not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Stewardship
  20. 20. NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal relationships Committee and board involvement PLANNED GIFTS Personal relationships & involvement Could be anyone! 5. PROSPECTING, CULTIVATION & STEWARDSHIP @edaconsulting
  21. 21. 10 TIPS FOR USING SOCIAL MEDIA @edaconsulting 1. Social media is A tool not THE tool* 2. Social media is a plant 3. Add value 4. Two way street 5. Stewardship* 6. Philanthropy’s next generation 7. It ain’t free 8. Not everyone “Diggs” social media 9. Selling social media 10. Have a plan
  22. 22. 10. HAVE A PLAN Set Purpose(s) Goals & Objectives Tools & Strategies Implementation Evaluation @edaconsulting
  23. 23. QUESTIONS @edaconsulting
  24. 24. ELEMENTS OF A SOCIAL MEDIA PLAN @edaconsulting
  25. 25. IDENTIFY PURPOSE(S)  Learn more about social media  Reach a different demographic  Connect more with a current demographic  Access other research or resources  Promote brand/event/idea/product  Communicate  Share your story  Other? @edaconsulting
  26. 26. GOALS & OBJECTIVES  Increase website traffic  Sell more product  Share ideas  Learn about resources in your field  Promote an event or idea  Develop your brand  Test ideas  Other? @edaconsulting
  27. 27. TOOLS AND IMPLEMENTATION • Blog – How often will you blog? – What will you blog about? – Who will blog? • Twitter – How often will you tweet? – What will you tweet about? – How will you track? – Who will you follow? – Who will tweet? • Facebook – Profile/Group/Page – Who will manage? – Facebook Ads? – Will you link to Twitter? Ping? • LinkedIn – Group and subgroups? – Who will you invite to join? – Who will be admins? – How often will you post? @edaconsulting
  28. 28. IMPLEMENTATION  Who will manage your social media?  Who will contribute to your social media?  Board members  Staff members  Volunteers  Stakeholders  Way to tell your organization’s story  Ask questions  Solicit dialogue @edaconsulting
  29. 29. EVALUATION EXAMPLES Record website hits Track with or tinyurl Use hashtags to track posts Facebook Ads Feedburner/ Feedblitz Record/note how many people: Become a fan/ Join a group Send links Recruit other friends Promote on their profile, blog, website Cost: Care2 ROI calculator Action taken@edaconsulting
  31. 31. WHY? – Insurance – professional & personal – HIPAA – Not for the majority – Set boundaries – Protection for users – Protect organization – Professional standard
  32. 32. EXTERNAL POLICY – Users outside the organization (i.e. patients, volunteers) – What is appropriate – What is inappropriate – Purposes for using social media – Not platforms for medical advice – Post publicly – Research samples
  33. 33. INTERNAL POLICY – Target audiences: Staff, board, volunteers – More insurance – What is in/appropriate – Set boundaries – Share at orientation – Represent the organization – Research examples
  34. 34. MORE SPECIFICS – Highlight there is no reasonable expectation of privacy – Communications are not secure on social media – Social media use on company time vs. personal time – Use on computers, smart phones, etc. – Connect with additional policies (i.e. code of conduct) – Prohibit discriminatory language – Use personal disclaimers - “views reflect my own opinion” – Policy on how supervisors can search for staff info online @edaconsulting
  35. 35. THE HIPAA PRIVACY RULE The HIPAA Privacy Rule protects the patient’s protected health information which is, “all individually identifiable health information held or transmitted by a covered entity or its business associate, in any form or media, whether electronic, paper, or oral.” 45 C.F.R. 160.103 Penalties for violating protected health information (PHI): Fines of $100 - $250,000 Prison time @edaconsulting
  36. 36. HIPAA TIPS: THE DOS – Each social media platform has unique risks – Develop policies before you need them – Post generally about research, treatments, & conditions – Pause to think about tone before posting – Separate personal & professional accounts – Educate staff and volunteers – Consider all who may read your posts – Understand info can go viral quickly – Make full use of privacy settings – Use photo release forms whenever possible – Report violations – When in doubt, leave it out @edaconsulting
  37. 37. HIPAA Tips: The don’ts – Even hint at patient identification – Share ANY patient medical info – Say something you wouldn’t say face-to-face – Connect with patients on social media (reference policy) – Rely on common sense – Invite others to post on your behalf – Forget to review policies annually & at orientation – Post any negative remarks about patient or colleagues – Forget that social media platform owns the info once posted @edaconsulting
  38. 38. SO… Professional Create internal & external policies Orientation to policies & consequences No PHI to social media – ever! Patient @edaconsulting
  39. 39. A FEW BEST PRACTICES – Post signage about photographs – Educate, orient, and practice – Evaluate, revise, and re- train – Use confidentiality agreements, photo releases – Share knowledge & successes – Same rules as if being in@edaconsulting
  40. 40. POLICY EXAMPLES – The Nonprofit Social Media Policy Workbook (Idealware) – Social media resources for healthcare professionals: hsmp/ – Social Media Governance Policy Database – Social Media Strategy Workbook: The 12-Step Guide to Creating Your Social Media Strategy – The Nonprofit Policy Sampler (BoardSource)
  41. 41. 5 THINGS TO DO TODAY 1. Make a plan 2. Watch other orgs 3. Attend trainings & ask for support 4. Invite participation 5. Support new ideas @edaconsulting
  42. 42.  There is NO judgment about where your organization falls on the spectrum. Social media is a process!  Social media is as much art as it is science.  Social media is always evolving – emerging technology is always changing as is our learning.  Ten Tips to Using Social Media are a foundation for any social media. @edaconsulting
  43. 43. PRINT RESOURCES – Fundraising and the Next Generation – The Networked Nonprofit – Measuring the Networked Nonprofit – Mobilizing Youth 2.0 – The Complete Facebook Guide for Small Nonprofits – Twitter Jump Start: The Complete Guide for Small Nonprofits – 7 Tips to Avoid HIPAA Violations in Social Media – Social Media, Health Care Privacy, and Your Employees: 7 Tips to Avoid HIPAA Violations and Employee Claims @edaconsulting
  44. 44. ONLINE RESOURCES – – IdealWare – – Nonprofit Technology Network (NTEN) – Alltop Nonprofit – Beth Kanter: – Social Media Plan Outline: – k @edaconsulting
  45. 45. Emily Davis, MNM EDA Consulting LLC (720) 515-0581 WHO Nonprofits & Philanthropy WHAT Charitable Advising Communications Fundraising Governance HOW Consulting Speaking Training @edaconsulting ng